FairPrice Xtra is redefining the way Singaporeans experience Chinese New Year shopping with the launch of Xtra Play Market, a new store-in-store concept that blends retail, play and collectibility. Officially unveiled by FairPrice Group, the concept marks a bold evolution of the hypermarket into an experiential destination, transforming routine grocery trips into engaging, discovery-led outings.
Developed in partnership with Play Nation, one of Singapore’s most recognisable game-play and entertainment brands, Xtra Play Market introduces a curated world of blind boxes, exclusive toys, collectibles and interactive elements. Located within selected FairPrice Xtra stores across Singapore, the concept is designed to appeal to children, adults and “kidults” alike, encouraging shoppers to explore beyond essentials and indulge in moments of surprise and delight.
From beloved global franchises such as Sanrio and Care Bears to uniquely local creations, Xtra Play Market invites customers to browse, play and collect, adding a layer of fun and curiosity to the traditional grocery experience.
A New Chinese New Year Ritual: The Abalone Canning Experience
In celebration of Chinese New Year, Xtra Play Market is debuting a first-of-its-kind Abalone Market Plush Experience, available from now until 18 February 2026, while stocks last. Designed as a playful reinterpretation of festive food rituals, the activation introduces the Abalone Darlings, affectionately known as Bao Bao.
These plush key rings come in six different designs, each representing auspicious Chinese New Year themes such as longevity, love and prosperity. Each Bao Bao is designed to either hug symbolic items like mandarin oranges or golden nuggets, or “open their hands” to link with other characters, a charming nod to reunion, togetherness and connection during the festive season.
At the heart of the activation is an interactive “abalone canning” experience. Shoppers are invited to select their preferred Abalone Darlings from a “seafood bed” display before completing the ritual by hand-sealing the plushies into specially designed cans. The result is a personalised, gift-ready keepsake that blends tradition with playful modernity.
At the Abalone Market Plush Experience station, shoppers can:
- Choose their exclusive Abalone Darlings design
- Hand-seal the plushies into collectible cans
- Customise each can with blessing-themed sticker packs, making them ideal for gifting, display or as festive keepsakes
The full interactive canning experience is exclusive to FairPrice Xtra Ang Mo Kio Hub, while Abalone Darlings blind boxes will also be available at other Xtra Play Market locations, including Jurong Point, JEM, NEX and VivoCity.
Limited-Edition “Huat” Drops and Festive Collectibles
Beyond the Abalone Market activation, Play Nation has curated a special line-up of Chinese New Year-themed blind boxes and plush collectibles for the festive season. These limited-edition “huat” drops will be available across FairPrice, FairPrice Finest and FairPrice Xtra stores, as well as selected Cheers and FairPrice Express outlets, while stocks last, extending the festive fun beyond Xtra Play Market locations.
Exclusive Rewards and Gift-with-Purchase Promotions
To further reward shoppers during the festive season, Xtra Play Market and FairPrice Xtra are rolling out a series of exclusive gift-with-purchase (GWP) promotions.
Shoppers at Xtra Play Market can receive a Peanuts Building Blocks Blind Box with a minimum spend of $30 in a single receipt, available from now until 28 February 2026, while stocks last.
In addition, customers can enjoy 1-for-1 Chic! Pop-up Building Blocks during the same period.
At all FairPrice Xtra stores, shoppers who make a qualifying spend of $228 between 19 January and 15 February 2026 will receive a Fortune Cat plush foldable bag, available in four different designs, along with other festive rewards.
